Business Value of Pro Bono: Build Your Brand

Mar 28th, 2018 Advisory Services, Corporate Social Responsibility, Service Area: Marketing, Service Area: Strategy

Pro bono service is a powerful way to drive social change. Yet, many corporate employees looking to bring pro bono service to their company struggle to get buy-in from leadership and other key stakeholders. Although these stakeholders may understand the social value of pro bono, they don’t always see the business value.

That’s why Taproot developed the Business Value of Pro Bono, a new resource for the field that outlines six common business objectives that pro bono can help support.

Business Value of Pro Bono #5: Build Your Brand

Companies need a strong brand to stand out in today’s crowded marketplace.
In this day and age, consumers are inundated by options and information, making it difficult to break through the clutter. The most effective companies are finding ways to strengthen their brand by aligning it to what matters to consumers. Pro bono helps companies… look good, tell a powerful story, and differentiate their brand.

American Express’ Pro Bono Approach:
American Express engages employees in a variety of community service opportunities under an umbrella initiative called Serve2Gether. The company’s signature pro bono program, the Serve2Gether Consulting Challenge, which was developed in partnership with Taproot, is one way that American Express makes its talent available to the social sector.

In American Express’ Words…
“Through the creation of American Express’ pro bono Serve2Gether Consulting program, we have taken our commitment to serving communities one step further. By tapping into the immense talent across the company we are successfully guiding nonprofits to better achieve their missions and teaching our employees valuable business skills in the process.”
–Tim McClimon, Senior VP, Corporate Social Responsibility and President, American Express Foundation